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Issues in measuring the return of marketing investment in sporting club brands

Slattery, Helen and Shaw, Robin 2004, Issues in measuring the return of marketing investment in sporting club brands, in Papers from the Fourth International Conference on Performance Measurement and Management, Centre for Business Performance, Cranfield School of Management, Cranfield, England, pp. 931-938.

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Title Issues in measuring the return of marketing investment in sporting club brands
Author(s) Slattery, Helen
Shaw, Robin
Conference name International Conference on Performance Measurement and Management (4th: 2004: Edinburgh, Scotland)
Conference location Edinburgh, Scotland
Conference dates 28-30 Jul. 2004
Title of proceedings Papers from the Fourth International Conference on Performance Measurement and Management
Editor(s) Neely, Andy
Kennerley, Mike
Walters, Angela
Publication date 2004
Start page 931
End page 938
Publisher Centre for Business Performance, Cranfield School of Management
Place of publication Cranfield, England
Summary This paper examines approaches to the measurement of brand value, and discusses their applicability to the various parties and branded products relevant to professional football clubs. It is concluded that the applicability of many of these measures of performance to sporting club brands is questionable. In order to provide an appropriate measure of the return on investment in brand loyalty to both the sporting club brand and sponsor-related products, the use of nonfinancial performance measures is critical. This paper suggests future research directions to enable greater consistency of the measurement of the return on marketing investment for sporting club brands.
Notes PMA
ISBN 9780953376131
0953376133
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005409

Document type: Conference Paper
Collection: Deakin Graduate School of Business
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